Puma Increases Foot Traffic by 136% with Firefly
New York is the fashion capital of North America, and if you want to launch a new retail store in the shopping mecca that is New York City, you’re going to have to get creative. Puma recognized that in order to successfully open its North American flagship store on bustling Fifth Avenue, they would need to partner with an innovative agency and reach New Yorkers on a more personal level. Enter Firefly.
Puma’s Mission: Always Do Better. Firefly’s Impact: 1.4x Better
Firefly’s street-level digital media network, in collaboration with Havas Media, successfully supported the launch of Puma’s NYC store by increasing awareness prior to the grand opening and driving foot traffic both during and after the store’s launch.
Despite being a global brand and advertising in a city that mass markets around the clock, Puma’s campaign spoke directly to its target customers and met them right on their local streets, directing them to the nearby store opening.
“In an effort to highlight our brand new Flagship retail store on Fifth Avenue, we wanted to reach New Yorkers in a way that felt local and relevant,” said Adam Petrick, Global Director of Brand and Marketing at PUMA. “Havas Media’s strategic insights, coupled with Firefly’s technologies, allowed us to drive awareness of our different product lines among audiences who want to see them.”
Just four weeks brought incredible performance: foot traffic to the new Fifth Avenue flagship store increased 136% and people who were exposed to Firefly ads were 1.4x more likely to visit the store after seeing the creative.
Thinking Outside the Box (and Home)
The campaign creative, thanks to Firefly’s Precision Targeting and Intelligent Sequencing, evolved in sync with the time of day, the date of the store opening and the Firefly screens’ locations. It was also run in a geo-targeted location specific to drivers’ routes and area demographics. Because of these capabilities, the creative was never outdated or irrelevant, like many of the ads New Yorkers are used to seeing.
The creative was also able to reach audiences at eye-level, unlike most other traditional OOH campaigns, and was able to leverage dynamic messaging and motion graphics to stand out in the crowd. Standing out in New York is no small feat, but Firefly’s screens smart screens were able to get the attention of pedestrians in a way that hasn’t been done before, driving imp act for Puma.
First of its Kind: Programmatic and DOOH Create a New Type of Campaign
Firefly partnered with MediaMath and Rubicon Project to deliver the ads programmatically, optimizing efficiency of execution and hyper-targeting shoppers where it mattered most. This campaign was the first of its kind: a programmatic street-level digital media campaign that seamlessly brought together programmatic and digital out-of-home (DOOH) worlds.
Programmatic execution allowed for streamlined reporting, measuring performance with the same metrics as digital buys and benchmarking against the rest of the digital marketing mix.
Interested in learning more about how Firefly can help you do better and achieve your campaign goals programmatically? Contact our team at programmatic@fireflyon.com
Kate Goldvasser
Vice President, Programmatic & Strategic Partnerships (previous)